University of Wollongong

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Faculty of Health and Behavioural Sciences - Papers
Faculty of Science, Medicine and Health
(Archive)

2006

Ethical issues in social marketing

Sandra C. Jones
University of Wollongong, sandraj@uow.edu.au

Danika V. Hall
University of Wollongong, danika@uow.edu.au

Publication Details
Jones, S. C. & Hall, D. V. (2006). Ethical issues in social marketing. Proceedings of the 3rd Australasian Non-profit and Social
Marketing Conference Newcastle,10-11 August 2006, Australia: University of Newcastle.

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Ethical issues in social marketing
Abstract
"As a community ofprofessionals we have adopted no standards of ethics and it is probable that most of our
community has not read or analysed the guidelines set up for either commercial advertising or commercial
marketing" (Smith, 2001) Unfortunately, deciding what is ethical in social marketing (as in marketing in
general) is rarely simple. In most cases, there is not a definitive right and wrong; for example, it is often the
case that we are dealing with controversial products or sensitive behaviours (e.g., contraceptives and central
practices) and/or two principles which are seen to be "right" by different groups are in conflict (e.g., pro-life
versus pro-choice). Further, it is a well recognised fact in social marketing that what we are often dealing with
is a trade-off between individual and community good (e.g., the right of the individual to smoke a cigarette,
which is currently a legal product, versus the right of others to be protected from passive smoking).

Disciplines
Arts and Humanities | Life Sciences | Medicine and Health Sciences | Social and Behavioral Sciences

Publication Details
Jones, S. C. & Hall, D. V. (2006). Ethical issues in social marketing. Proceedings of the 3rd Australasian Non-
profit and Social Marketing Conference Newcastle,10-11 August 2006, Australia: University of Newcastle.

This conference paper is available at Research Online: http://ro.uow.edu.au/hbspapers/507

 Ethical Issues in Social Marketing

Introduction

Ethics and the social marketer

"As a community of professionals we have adopted no standards of ethics and it is

probable that most of our community has not read or analysed the guidelines set up for
either commercial advertising or commercial marketing" (Smith, 2001)

Unfortunately, deciding what is ethical in social marketing (as in marketing in general) is

rarely simple. In most cases, there is not a definitive right and wrong; for example, it is
often the case that we are dealing with controversial products or sensitive behaviours
(e.g., contraceptives and central practices) and/or two principles which are seen to be
"right" by different groups are in conflict (e.g., pro-life versus pro-choice). Further, it is a
well recognised fact in social marketing that what we are often dealing with is a trade-off
between individual and community good (e.g., the right of the individual to smoke a
cigarette, which is currently a legal product, versus the right of others to be protected
from passive smoking).

A simple ethical framework

While there are numerous complex, albeit valuable, ethical frameworks that one could
consider in analysing social marketing, we have chosen to focus on the simple distinction
between deontological and teleological perspectives. Deontologists argue that to be
ethical we must use the right means regardless of the outcome (Immanuel Kant's
categorical imperative); for example, advertisers should not use overt sex appeals in
cigarette advertising as this behavior is frowned upon by society - regardless of whether
doing so leads to harm. Teleologists (or utilitarianism), on the other hand, argue that it is
the goodness or badness of the outcome that counts; for example, advertisers should not
use characters in cigarette ads who have high appeal to young people as these characters
may encourage kids to smoke, which is a bad outcome.

This leads asked to two fundamental problems for the social marketer:
• A teleological problem: Determining the appropriate goal
If we take the perspective that is the goodness or badness of the outcome that
determines what is ethically correct, then it is important to consider whose role it is to
decide what constitutes this "good" outcome (see, for example, Andreasen, 1995). In
many cases, this decision would be made by the social marketer (e.g., the relevant
Health Department, NGO, or similar body), with varying degrees of input from the
target audience. It has been suggested that, wherever possible, goals should be set by
some sort of society representative collective.
• A deontological problem: The ethicality of rewards
Ifwe take the perspective that it is the means used to change a behaviour or idea that
determines what is ethically correct, then we need to consider the fundamental
ethicality of the messages, and associated programs, we develop. For example, we
 should consider whether it is ethical to offer rewards for socially desirable
behaviours, and what nature such rewards should (not) take. One of the fundamental
distinctions between different types of rewards is the distinction between extrinsic
and intrinsic rewards, with considerable evidence that intrinsic rewards lead to more
sustained behaviour change (Williams, McGregor, Sharp, Levesque, Kouides, Ryan
& Deci, 2006; Sheldon, Ryan, Deci & Kasser, 2004; Deci, Koestner & Ryan, 2001),
although is often argued that such intrinsic rewards may be insufficient to bring about
initial change, particularly for more complex or high-involvement behaviours. An
example ofthis is the issue of encouraging blood, tissue and organ donation; while
we would like to believe that people will be motivated to donate (for example, blood)
for the intrinsic reward of feeling that they have done something to help others, the
low rates of donation in most countries suggests that this may not be the case; in
2000, Australia had an organ donation rate of 1.5 per 1,000 deaths, comparable with
estimated rates for New Zealand and for several European countries including the
United Kingdom and Ireland (Australian Social Trends, 2002). If we are to offer
extrinsic rewards, such as financial incentives for donations, we may see an increase
in donations; but many would question whether, in a case like this, the ends does
indeed justify the means (in terms of both the sustainability of such an intervention
and the public health impact of a potentially different donor base). This problem is
evident in Pakistan where paying for blood donations led to an increase in donations
from intravenous drug users, with a study reporting that 30 percent of injecting drug
users in their study had been paid for donating their blood, increasing the risk of
transmission of HIV and other infections (IRIN, 2003).

Standards for marketing

Smith (200 1) proposed seven basic standards for marketing, which are as appropriate to
social marketing as they asked to commercial marketing:
- Be truthful - is what we say truthful, accurate, complete, or exaggerated?
Protect privacy - are we invading the privacy of an individual or group, or revealing
facts about people that others don't need to know?
Don't model inappropriate behaviour - are we, directly or unintentionally, teaching or
even inciting people to practise a negative behaviour?
Don't be offensive - are we showing or promoting behaviour that society deems
offensive?
Be fair and balanced - Are we being fair to everyone in our programs?
Avoid stereotyping - are we projecting inaccurate or harmful images of groups based
on historical stereotypes?
Protect children - Are we exposing children to programs that are inappropriate for
their age?

Ethics in advertising

The issue of standards for ethics in commercial advertising is consistently, if not

frequently, discussed in the academic literature as well as the general press. For example,
there is an ongoing debate in both arenas in relation to the ethics surrounding food
advertising and children. In the academic literature, the debate in Australia has focused
largely on the advertising of fast foods, soft drinks, and high-calorie snack foods - with
widespread calls for restrictions on advertising of "unhealthy" foods during children's
viewing times (see, for example, Pritchard 2003; Zuppa, Morton and Mehta, 2003;
Morton, Stanton, Zuppa et al., 2005). Mass media interest has been fanned by the release
of a series of major studies of food advertising to children, resulting in calls for bans on
food advertising in both Australia and New Zealand (e.g., Patty 2002; Tallon 2001;
Crouch 2003; Esplin 2002).

A 2004 Morgan poll reported that only 13% ofthe Australian public rated the advertising
industry as "high" or "very high" on ethics and honesty, with only three other professions
(newspaper journalists, real estate agents and car salesman) receiving a lower ranking
(Morgan Poll 2004). In a study of environmental claims on Australian dishwashing
liquid packaging, two sets ofjudges found that the information provided to consumers
was not entirely accurate (Polonsky et al. 1998). The authors made the important point
that whereas from a legalistic perspective any organisational activity that is "legal" may
be argued to be "ethical", these same behaviors may be seen as unethical "using the
broader corporate citizen approach to ethics" (p.290).

Ethics in social advertising

While social marketers - or public health practitioners - are rarely targeted in discussions
of the ethics of advertising, we are increasingly becoming aware of the importance of
ensuring that social marketing (or health promotion) messages are developed and
conveyed in an ethical fashion (Andreasen, 2001; Coveney, 1998; Guttman, 2000;
Rothschild, 1999; Sindall, 2002).

The purpose of marketing communications, whether they be commercial- or government-

originated, is to persuade people to adopt a new product, belief, or behaviour (e.g. Kotler,
2003). Thus, it appears reasonable that they should be held to similar standards of ethical
behaviour.

It has long been said that one cannot not communicate (Watzlawick, Beavin, & Jackson,
1967). Witte (2002) argues it is even more true that one cannot not manipulate when
communicating about health and disease; that is, the very nature of health-related
information means that a doctors communication with his patient, or a social marketing
campaigns' communication with the target audience, will change the way understands,
feels, or acts in relation to the health issue concerned

Witte (2002) proposes that health communicators can begin to address this ethical
dilemma by:
1. Deciding in advance what their health-related goal is, and then constructing their
messages to fit that goal
2. Promoting the "common good" (i.e, the world-wide ethical standard of "the greatest
good for the greatest number of people")
3. Ensuring that a community standard is used to determine the common good
It is this third point that is often overlooked in the development and dissemination of
public health campaigns; as, traditionally, the common good is defined by the social
marketer (INSERT references and examples)

Thus it is possible, and even likely, that some advertising campaigns which are designed
to increase the "common good" do so by utilising messages and strategies which would
be considered unethical ifused to sell commercial products. For example, it has been
argued that many such campaigns utilise exaggerated claims to achieve socially
beneficial outcomes (Rossiter & Bellman, 2005). VISCUSI??

The use of fear appeals

A central ethical consideration for social marketers is the ethics of using fear to motivate
behaviour change (see, for example, Hastings et al., 2004). Fear-inducing advertising,
which is less common in commercial marketing vanities in social marketing, has been
argued to: compromise the 'manipulee's' ability to make a rational and free choice;
exploit a particular vulnerability (e.g., young, ill or addicted consumers); and potentially
create unnecessary consumer anxiety (Hastings et aI, 2004). A teleologist may support
the use of fear if the product, behaviour or idea being promoted is beneficial to society
and if other approaches have been shown to be less effective; whereas a deontologist may
reject the use of fear appeals on the grounds that, regardless of the ultimate societal
consequences, it is morally wrong to engender anxiety and distress.

Various models of communication effects have argued that while fear-based appeals may
bring about appropriate behaviour change in some individuals, they have the potential to
evoke "maladaptive" responses among other individuals (REFERENCE), that is,
responses designed not to control or remove the danger addressed in the advertisement
but to cope with the unpleasant feelings evoked by the fear message (such as avoiding or
tuning out the message).

Purpose of the paper

The purpose of this paper is to review complaints made by members of the general public
in Australia and New Zealand to the advertising regular two bodies in those two
countries, and to consider whether the number, type, and nature of these complaints
demonstrates the need for further investigation of community attitudes to social
marketing messages and, potentially, any changes to the design and dissemination of
social marketing campaigns.

Method

Data were obtained on all complaints lodged with Australia's Advertising Standards
Board and New Zealand's Advertising Standards Authority for the period 1999 to 2004;
and then obtained copies of all decision records for complaints lodged in relation to social
marketing advertisements.
Australia

The regulatory framework

Following the demise of the Australian commonwealth government's Advertising

Standards Council in 1996, the major industry body, the Australian Association of
National Advertisers (AANA), developed the Advertiser Code of Ethics (which applies to
all forms of advertising), and established the Advertising Standards Board (ASB) and the
Advertising Claims Board (ACB) to deal with complaints and breaches of this code.
Under the new regulatory system, the ASB deals with complaints about taste and decency
in advertising, and the ACB deals with rival advertiser complaints (Baker et al. 1998).
The authority of the two boards rests on the willingness of advertisers to adhere
voluntarily to ethical standards.

The ASB administers Section 2 of the AANA Code of Ethics (ASB 2004a) which states
that advertisements shall:
not portray people in a way which discriminates or vilifies a person or section of the
community on account of race, ethnicity, nationality, sex, age, sexual preference,
religion, disability or political belief;
not present or portray violence unless it is justifiable in the context of the product or
service advertised;
treat sex, sexuality and nudity with sensitivity to the relevant audience and, where
appropriate, the relevant program time zone;
for any product which is meant to be used by or purchased by children not contain
anything which is likely to cause alarm or distress to those children;
use only language which is appropriate in the circumstances and strong or obscene
language shall be avoided;
not depict material contrary to prevailing community standards on health and safety;
comply with the Federal Chamber of Automotive Industries Code of Practice relating
to Advertising for Motor Vehicles.

The complaints

Between 1999 and 2004, xxxxxxxxx INSERT total number ofcomplaints - and by year
xxxxxxxx Of the total of 4,192 decisions on complaints against advertisements which
were reported by the ASB between January 2002 and December 2003, the most recent
years for which consolidated figures are available
(http://www.advertisingstandardsbureau.com.au/facts_figures.html), only 34 of the
complaints (i.e., 0.8%) were upheld (this increases to 1.1 % if we exclude the 129 that
were withdrawn before board determination and the 1,068 that were deemed to be outside
the charter of the ASB. 1

1 The primary reasons for complaints being "outside charter" were that the item complained about
was not an advertisement (241), that the complaint was about truth and accuracy and thus under
The Australian advertising standards board has a list of28 product categories under
which complaints are categorised, including a specific category for "community
awareness" advertisements. In total, 69 of these advertisements (i.e., an average of 11 per
year) were categorised by the ASB as "community awareness," ranging from a low of
none in 1999 to a high of32 in 2000. Of the 69 decisions, 68 were to dismiss the
complaints and one (in 2001) to uphold the complaint (see below).

Number of social marketing ad\ertisement complaints

I __ Number of '
complaints

o -f-,-+-~~~~~~--,--~~~-----i

1999 2000 2001 2002 2003 2004

The majority of complaints related to television advertising (51). Other media attracting
complaints were print (8), outdoor (6), radio (5), and cinema (2).2 This is consistent with
the statistics for all advertising categories combined, with over 80% of complaints in
2003-2004 relating to television advertising, and approximately 8% print, 6% outdoor,
2% radio, and less than 1% any other form of media.

Advertisers: Road safety advertisements featured prominently in the list of complaints

(33% of complaints). The three most complained about advertisers were the Transport
Accident Commission (9), Queensland Transport (7), and the Roads and Traffic
Authority (5). Other health-related advertisers also received a large number of
complaints; for example, there were 12 complaints about cancer-related advertisements.

Issues: The highest number of complaints related to violence (24), closely followed by
health and safety (22) and portrayal of people/discrimination (18). There were a
considerably smaller number of complaints in relation to language (7), portrayal of
sex/sexuality/nudity (5) and causes alarm or distress to children (4); and 10 categorised as
"other." This is fairly consistent with the patterns of statistics for all advertisements
combined in relation to "portrayal of people" and "violence," which have historically
been the second and third most common issues attracting complaints. However, these
results differ considerably from all advertisements combined for the issue of
sex/sexuality/nudity which attracted only five complaints for social marketing but is

the remit of the ACB (108), that the ad was withdrawn or discontinued (100), and the category of
"other" (544).
2 This is higher than the number of decisions as one advertisement appeared in three media (television,
radio and outdoor) and another in two (print and television).
generally the most commonly complained about issue for all advertisements combined;
and for the issue of health and safety which received 22 complaints in relation to social
marketing, but averages less than 10% of all complaints fall advertisements combined.

Violence - The majority of complaints considered under the "violence" clause relating to
road safety (14); largely advertisements which focused on speeding (8) or drink-driving
(3), although some addressed seatbelt usage or driving skills in general, and in many
cases they showed graphic images of people being injured or killed. Other areas included
workplace safety (3), again showing dead or injured people; fund-raising (2), specifically
world vision Australia and the big issue; payment of court fines (2); anti-drug advertising
(1); and promoting the work of the police force (1).

Health and scifety - the highest number of complaints considered under the "health and
safety" clause related to cancer prevention and detection (7), particularly tobacco-related
advertisements. Road safety advertisements also featured highly in this category (4).
Other areas included home safety (3), specifically electrical safety switches and dangers
associated with powerlines; political lobbying (2), specifically union campaigns and pro-
democracy/pro-US; anti-abortion (1); erectile dysfunction (1); and workplace safety (1).

Portrayal ofpeople - road safety again featured in this category as the most-complained
about category with three advertisements, one which featured a young male who had lost
his licence for drink-driving and won a young male trying to avoid the police on his way
home from the pub, and one with the tagline "High speed. Low IQ." Other areas
receiving complaints included domestic violence (2), specifically the Office of the Status
of Women and the Northern Territory Office of Women's Policy; fund-raising (2)
specifically the big issue, which featured homeless people singing out of tune, and the
Heart Research Institute which suggested" ... forget schizophrenia and manic depression
... bequest money to the Heart Research Institute ... "; anti-abortion (1); erectile
dysfunction (1); tourism (1); anti-smoking (1); payment of court fines (1); home safety
services for the elderly (1); work safety (1); and promotion of eating meat (1). The only
complaint upheld in the six-year period in relation to social marketing advertisements
was considered under this clause. This was a print advertisement for the Australian
Family Association (Western Australia), opposing proposed changes to the laws in
relation to homosexual relationships; which included the statement "Dr Gallop, please for
the sake of our children, STOP your plans to legalise homosexual behaviour in our
primary and secondary schools."

Language - As stated above, there were only seven complaints under this clause; and no
category of advertising received more than one complaint. The categories attracting
complaints were: domestic violence, specifically the use ofthe words "bullshit" and
"slutty;" anti-drug advertising, the use ofthe phrase "Pot. It mightn't kill you, but it could
turn you into a dickhead;" litter prevention, the use of the word "tosser;" gambling
problems, one of the actors stating that he felt like "such a dickhead;" workplace safety,
the use of the term "didn't give a stuff; " road safety, one ofthe actors saying" ... I said
I'd get a friggin taxi;" breast cancer screening, the spokeswoman saying "if you haven't
had your free mammogram yet, well you bloody well should."
Portrayal ofsex/sexuality/nudity - Of the five complaints considered under this clause,
each was for a different category of advertisement. The complaints related to
advertisements for: road safety, with a voice-over describing a paraplegic's loss of bowel
control and sexual function; crime prevention; safe drinking, a campaign targeted at
teenagers which visually implies that a young couple have had sex under the influence of
alcohol; tourism; and erectile dysfunction.

Alarm or distress to children - other than the advertisement for the Australian family
Association discussed above, which was also considered under this clause, there were
two complaints related to road safety and one to fund-raising (World Vision Australia).

Other - As discussed above, there were 10 complaints categorised as "other." Three of

these were for road safety advertising; two for cancer awareness, including one for anti-
smoking; one for workplace safety; one for fund-raising (disabled children); one for
political lobbying (pro-democracy); one for anti-abortion; and one for household
electrical safety

New Zealand

The regulatory framework

The New Zealand Advertising Standards Authority (ASA) has a series of codes which
cover all advertising activity. This includes an overarching Code of Ethics, as well as
specific Codes covering particular issues (eg. Advertising to Children) and product areas
(eg. Financial Services).

The basic principles of the ASA Code of Ethics (www.ASA.co.nz) are:

1. All advertisements must comply with the laws of New Zealand.
2. No advertisement should impair public confidence in advertising.
3. No advertisement should be misleading or deceptive or likely to mislead or deceive the
consumer.
4. All advertisements should be prepared with a due sense of social responsibility to
consumers and to society.
5. All advertisements should respect the principles of free and fair competition generally
accepted in business.
The code also includes the following twelve rules:
1, Identification - Advertisements should be clearly distinguishable as such, whatever
their form and whatever the medium used; when an advertisement appears in a
medium which contains news or editorial matter, it must be presented so that it is
readily recognised as an advertisement.
2. Truthful Presentation - Advertisements should not contain any statement or visual
presentation or create an overall impression which directly or by implication,
omission, ambiguity or exaggerated claim is misleading or deceptive, is likely to
deceive or mislead the consumer, makes false and misleading representation, abuses
 the trust of the consumer or exploits his/her lack of experience or knowledge.
(Obvious hyperbole, identifiable as such, is not considered to be misleading).
3. Research, Tests and Surveys - Advertisements should not use tests and surveys,
research results or quotations from technical and scientific literature, in a manner
which is misleading or deceptive.
4. Decency - Advertisements should not contain anything which clearly offends against
generally prevailing community standards taking into account the context, medium,
audience and product (including services).
5. Offensiveness - Advertisements should not contain anything which in the light of
generally prevailing community standards is likely to cause serious or widespread
offence taking into account the context, medium, audience and product (including
services).
6. Fear - Advertisements should not exploit the superstitious, nor without justifiable
reason, play on fear.
7. Violence - Advertisements should not contain anything which lends support to
unacceptable violent behaviour.
8. Denigration - Advertisements should not denigrate identifiable products or
competitors.
9. Testimonials - Advertisements should not contain or refer to any personal testimonial
unless it is genuine, current, related to the experience of the person giving it and
representative of typical and not exceptional cases. The claims in the testimonial
should be verifiable.
10. Privacy - Unless prior permission has been obtained an advertisement should not
portray or refer to any persons, whether in a private or public capacity, or refer to any
person's property, in a way likely to convey the impression of a genuine endorsement.
11. Advocacy Advertising - Expression of opinion in advocacy advertising is an
essential and desirable part of the functioning of a democratic society. Therefore such
opinions may be robust. However, opinion should be clearly distinguishable from
factual information. The identity of an advertiser in matters of public interest or
political issue should be clear.
12. Safety - Advertisements should not, unless justifiable on educational or social
grounds, contain any visual presentation or any description of dangerous or illegal
practices or situations which encourage a disregard for safety.

When complaints are lodged with the ASA, there are five possible determinations:
1. Decision withdrawnlResolved/Adjourned
2. Decision Upheld/Settled
3. Decision Not Upheld
4. Decision Unclassified
5. Decision Not Accepted (Changed to No Grounds to Proceed in 2004)

(Discussion on what these mean after email is returnedfrom ASA)

In order to accurately compare complaints regarding social marketing advertisements in

Australia and New Zealand, it was necessary to recode the complaints made to New
Zealand's ASA in alignment to the Australian system. Complaints lodged to the ASA are
reviewed in regard to their compliance with the Code of Ethics and in many cases any of
the other codes that relate to the commercial of which there are 12. Within these codes,
there are specific guidelines and principles which are used in the determination process.
An example to demonstrate how comprehensively the commercials are reviewed, a
complaint against a direct marketing advertisement for the World Vision 40 Hour Famine
was upheld in 2001. It had been determined that the commercial was in breach of the
Advertising Code of Ethics Basic Principle 4, Code for the Advertising to Children
Principle 2, Guideline 2(d) and 2(e), Principle 3 Guidelines 3(a) and 39b) and Principle 4,
as well as Principle 2 for the Advertising of Food (www.asa.co.nz) Although this system
provides the ASA with the opportunity to more thoroughly examine and categorize the
commercial it does not allow a direct comparison with the Australian system which
certainly does not go to that depth. Therefore in order to accurately compare the
complaints made to both systems, it was imperative that the NZ complaints were recoded
utilizing the Australian complaint categories of: portrayal of people, violence, health and
safety, language, sex/sexuality and nudity, alarm and distress to children and other.

Complaints
The complaints made to the ASA were analysed and recoded from the year 2000 to 2004.
Unlike the Australian system, there is no distinct category where social marketing
complaints can be placed. Instead of the possible 23 product categories, social marketing
complaints can be placed under six:
1. Advocacy products
2. Road safety products
3. Government products
4. Social good/charity products
5. Public good products
6. Charity products

In addition to the increased product categories where advertisements can be placed, the
ASA includes analysis of all complaints received including those that do not reach the
board. This however does not make the complaint any less important or real to the
complainant, it only reflects the decision made by the chairman of the board who believes
that the complaint should not go any further. Due to this inclusion, the total number of
decisions made by the ASA relating to social marketing appear to be quite high, however
. companson
III . to the tota ' . rna d e fior each year, th
i deClSlOn ey are i
on yl l propo rt'lOn.
a sma
Year Decisions Released Social Marketing % of Total Decisions
Related Released
2000 315 20 6.41
2001 336 31 9.22
2002 419 34 8.11
2003 326 35 10.74
2004 459 --
47 10.24

The majority of complaints were made regarding television (80) followed by print
advertisements (50), radio (14), outdoor (13), Direct marketing (7), cinema (2) and
website (1). The numbers of complaints against print advertisements in were much
higher in NZ, however the other figures are alongside those from Australia with
complaints against television far outweighing those from the other mediums.

Advertisers
Road safety commercials had the highest number of complaints made against them with
36, a total of 21.56% of all complaints made. The Land Transport Safety Authority
(LTSA) was the advertiser responsible for each of those complaints. The Ministry of
Agriculture received 13 complaints relating to their campaign for their pesticide spraying
programmes. Another high recipient of complaints was the Accident Compensation
Commission (ACe) with 11 complaints against their commercials promoting safety
around the home. Other multiple recipients of complaints were anti smoking campaigns
(6), Office of the Retirement (4) and advertisements relating to the health of newborns
(4).

There were a total of 167 complaints registered with the ASA and some complaints were
classified under multiple categories. The highest number of complaints related to other
(80), then portrayal of people (44), alarm/distress to children (23), violence (22), health
and safety (21), sex/sexuality and nudity (8), language (6) and one complaint was not
classified as no description was available.

Other- The number of complaints classified as "other" far outweigh those in any other
category. There are a number of reasons for this. The first can be explained by the sheer
volume of complaints relating to the false or misleading nature of the advertisement.
Often complainants would not object to the graphic content of a road safety commercial
for example, but would complain about the time it was shown, or dispute the scientific
facts of how a change in speed or slight change in direction could result in an accident
and therefore the advertisement is misleading. There were also many complaints
regarding the false or misleading information regarding the pesticide spraying by the
Ministry of Agriculture with members of the public complaining about the claims
regarding the benefits of the spraying and the chemical composition of the spray itself.
There was even a complaint regarding an old photograph of a councilor in advertisement
which in the complainants view then made it misleading. Due to this particular type of
complaint which is not one commonly found in the Australian complaints, they needed to
be classified as "other" which consequently resulted in this clause having the highest
number of counts.

Portrayal ofPeople- Advertisements from the LTSA received the most amount of
complaints in this category with 13. Issues ranged from the depiction of a vet trying to
use his vocation to escape a speeding fine, to the insinuation that a commercial for drink
driving and speeding is comparing those who commit those offences as criminals in the
same class as murderers and rapists. Charity advertisements received a total of eight
complaints, Office of the Retirement Commissioner (4) for their depiction of elderly
people, other Government Departments (2), Anti abortion advertisements (2) and
commercials for fundraising received 3 complaints with an objection to the use of a
young boy suffering from Downs Syndrome who talks about how he can do many things
such as putting bread into a toaster. He then self identifies as disabled and says "if you
can't do this.." as he places $20 into the fundraising envelope, "what does that make
you?"

Alarm/Distress to Children- More than a dozen different advertisements received

complaint regarding the alarm/distress they cause to children. Road Safety commercials
topped the list with 5, with the LTSA receiving 4 of those. The complaints were centred
around the graphic images shown from car accidents. Charities received 3 complaints
duet 0 the distressing images of impoverished children from around the world, and the
ACC also received 3 complaints, again relating to safety around the home in particular
people falling off ladders and in the shower. Other social marketing messages that
received complaints under this clause was an anti smoking commercial (1) for showing
the dissection of a brain and also a commercial for the end of child prostitution which
showed a man in only a towel sitting on a bed placing his hand on the shoulder of a
young girl who was naked from the waist up.

Violence- Again the LTSA received the greatest number of complaints with a total of 11.
The issues surround the vision of serious and graphic injuries received from an accident.
Charity commercials received 4 complaints including those for showing implied scenes
of domestic violence and graphic footage of young people using drugs. Other
Advertisers that received multiple complaints were the office of Retirement
Commissioner (2), anti smoking advertisements (2) and the Accident Compensation
Corporation (2). All other advertisements in this category received only 1 complaint
including the National Society for Alcohol and Drug dependency in New Zealand which
showed a male clubber who having just removed a piece of his brain, cut it and snorted it
as if was a type of drug.

Health & Safety- The LTSA received the highest number of complaints about their
advertisements in this category also with a total of 8. Complaints ranged from
pedestrians walking in front of cars, demonstrating drug use to children and speeding.
The ACC had five complaints with the issues relating to swimming pool safety, electrical
safety and people tripping over toys left on the floor. Charities received 2 complaints
with the World Vision 40 Hour Famine advertisement mentioned earlier telling young
people that during the famine, " ... to be healthy you need to drink heaps of Just Juice and
water. .. and replace each meal or snack with a Campenalla Barley Sugar! ..." Other
recipients of complaints were City Councils (2), National Rural Fire Authority (1) and
Guides NZ (1).

Sex/sexuality and Nudity- The spread of complaints regarding this issue was quite broad
with only two advertisers receiving multiple complaints, The Ministry of Health (2) for
showing two men kissing at the conclusion of a safe sex commercial made in a cartoon
genre, and the ACC (2) for showing someone in the shower. Other commercials included
one for genital herpes, internet pedophilia and a Drive wise campaign where naked
bodies where laying across the ground.

Language- This was the issue that received the least number of complaints. The LTSA
received three complaints, two for the use of the term "bloody idiot" and the other for the
use of tag lines such as "kill her, kill him" where the complainant did not approve of the
constant references to killing. Other language complaints related to an advertisement
depicting the issue of domestic drinking and the offence taken to the "violenve and strong
language" used at that hour in the morning, 0650.
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